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Guy Laroche (French pronunciation: [ɡi laʁɔʃ]) was a French fashion designer (16 July 1921 in La Rochelle, France – 17 February 1989 in Paris) and founder of the eponymous company.
Laroche began his career in millinery and, from 1949, Laroche worked for Jean Desses and eventually became his assistant. In 1955, he visited the US to investigate new ready-to-wear manufacturing methods. 1956 or 1957, he founded a high-fashion atelier at 37 avenue Franklin Roosevelt, Paris. In his first collection that was favorably received, he reintroduced vibrant colors such as pink, orange, coral, topaz and turquoise. His clothes also featured plunging neck and back lines. Known as being humble and gracious—as opposed to the haughty nature of most Parisian designers—he designed haute-couture but practical clothing for women. And, for the American market, he was one of the first to create separates.
In 1961, he moved to larger quarters, a townhouse at 29 avenue Montaigne, Paris; opened a boutique there; and introduced his first ready-to-wear collection.
In 1966, Laroche introduced Fidji, his first women’s fragrance; designed men's ready-to-wear; and opened the Guy Laroche Monsieur boutique. He created other fragrances as: